B11 - Avoiding Social Media Pitfalls
Social Media Crises in the Music Industry
Social media can quickly elevate or unravel a public image. Below are some notable examples of social media pitfalls within the music industry:
1. Travis Scott and the Astroworld Tragedy (2021)
Travis Scott faced a major crisis after his Astroworld Festival led to the deaths of ten concert goers due to overcrowding and rowdiness in the audience. Social media exploded with criticism over Scott and his team’s perceived lack of action during the event. The online outrage was only exacerbated by Scott’s posting of a tone-deaf Instagram story, where he half-heartedly “send(s) prayers” to the victims' families. His response was widely deemed inadequate. As an attempt to regain public trust/favor, Scott launched Project HEAL, a philanthropic initiative aimed at community support and festival safety. Still, the damage to his reputation continues to affect public sentiment.
2. Doja Cat’s Online Behavior (2020–2023)
Doja Cat's rise to fame has been paralleled by a series of social media controversies that challenged her relationship with fans and tested her brand's resilience. One of her earliest controversies was in May 2020, when internet users unearthed footage allegedly showing her participating in chat rooms where Doja was supposedly making racially insensitive jokes. The hashtag #DojaCatIsOverParty trended on Twitter. In response, Doja issued a statement via Instagram clarifying the context of the allegations and apologizing “to anyone who was offended.” But many felt the apology lacked depth and sincerity.
In 2022/2023, Doja began pushing back more aggressively against fan expectations, particularly on Twitter (now X). After some fans criticized her for changing her sound and style, she responded bluntly, calling her past albums “cash grabs” and mocking her fanbase for idolizing her. She also told fans in a now-deleted post, “I don’t love you guys,” which sparked renewed backlash and led to a drop in followers. Fan-run pages and stan accounts deactivated or went private in protest. While Doja later clarified her frustration with parasocial relationships and online obsession, the damage to her fanbase loyalty has lingered, and she has received a lot of backlash from external online groups as well.
Her management took steps to control damage, including public apologies and content cleanups. Despite temporary dips in popularity, Doja’s continued musical success, and her team’s shift toward seemingly more calculated online engagement, have helped her maintain her career.
3. Sony Music and the R. Kelly Fallout (2019)
Following the release of the documentary Surviving R. Kelly, Sony Music faced public outrage for continuing to work with Kelly despite his long standing abuse allegations. Under intense social media pressure, with the virality of the #MuteRKelly movement, Sony dropped R. Kelly from their label. Although the move was reactive rather than proactive, it signaled to the public that the company was willing to take accountability, just… belatedly.
From these cases, it’s clear that authenticity, speed, and a willingness to make real changes are critical in crisis management. And these lessons are just as important for emerging artists as they are for global names.
Social Media Pitfalls for Emerging Artists
While social media can be a powerful tool for self-promotion, it can also quickly turn into a liability if not handled carefully. For independent or emerging artists, the risks are still prevalent, as significant mistakes can hinder long-term growth, or can resurface during a critical period of success.
Lack of authenticity, tone-deaf responses, and controversial content are among the top social media pitfalls. For example, responding inadequately to criticism or deleting comments without explanation can seem evasive or dishonest. Forbes Agency Council recommends emerging artists prepare a basic crisis response plan that includes clear messaging, a timeline for responses, and who speaks on the artist’s behalf. Another frequent issue is oversharing, or mixing personal drama with promotion. While this is a tactic to draw attention, it can confuse (or eventually bore) an audience and dilute brand identity. The line between relatable and unprofessional is thin. Artists should be mindful of the tone, language, and implications of each post. As Forbes notes, marketers should "pause and evaluate" content before posting. This practice is especially important for solo creators.
Building an online following requires consistency, humility, and awareness. For small artists, a misstep may not lead to cancellation, but it can slow momentum. Social media should be approached strategically, with the same care given to traditional marketing.
